New Delhi, March 24 (IANS) From selling cold drinks to innerwear, Akshay Kumar is now using his star power as Bollywood's highest tax payer to persuade people to pay their taxes honestly and on time in an ad for the Central Board of Excise and Customs (CBEC).

CBEC officials roped in the 42-year-old star because they felt no other Bollywood star could convey the message of tax compliance better than Akshay, who for the last four years has been diligently paying his service tax in advance.

The advertisement was released March 21.

"Akshay Kumar has always been meticulous when it comes to paying his taxes and is willing to help in whatever way he can to encourage citizens to do the same," said a source.